PET FRIENDLY

Client: VCA
In the case of Pet Friendly, VCA wasn’t looking to grow business or drive revenue. They wanted to build brand affinity by bringing attention to the dedication VCA has for pet-friendly families—and the valued role veterinarians have in the communities they support. We knew that type of deeper, emotional storytelling meant traditional advertising was the wrong medium. Instead, an episodic short-form series allowed us to really explore the universal experiences pet owners have in caring for their pets. Refinery29 picked up Pet Friendly as a distribution partner and hosted a launch event for the premier of the films.

As for why the branded content series landed on Refinery29, we were looking for distribution partners that understood the merit of the series and were willing to invest in the future success of the programming. All episodes streaming on Refinery29.com and on Amazon Prime Video

Role: lead art director from concept through production and post. creative director on still asset shoot for media buy.

Still assets

Premier party with Refinery29

 Behind the scenes